Deliveroo has appointed Lucia Mastromauro as Vice President of Advertising to lead its global retail media strategy and accelerate the growth of its Deliveroo Media business.
Mastromauro joins Deliveroo from WPP’s data and technology consultancy, Choreograph (formerly Acceleration), where she was Managing Director. Her career spans senior commercial roles at Adform, King, Google, and eBay, bringing two decades of experience across adtech, data, programmatic, and digital brand strategy.
At Deliveroo, Mastromauro will oversee its advertising business, including strategy, product innovation, commercial growth and operations across all markets. Her arrival comes at a time when Deliveroo Media is seeing strong growth. Advertising revenue reached 1.4% of GTV in Q4 2024, as the business works towards a target of advertising revenue of 2%+ of group GTV by 2026. With over 7 million monthly active users, and approximately 300 million orders a year across approximately 176,000 restaurant, grocery and retail partners, Deliveroo noted that it has established itself as a high-impact media platform for both endemic and non-endemic brands.
In 2024, Deliveroo invested in new targeting tools and ad formats powered by machine learning, which drove a 15% increase in advertiser participation and a 90% monthly retention rate. The platform has already delivered campaigns for major brands, including Coca-Cola, Pepsi, and Heineken.
Deliveroo noted that its retail media offering is continuing to evolve alongside its core business, expanding from restaurant delivery into grocery and retail. It stated that this opens up new inventory, new audiences, and new relevance for brands across categories, including food and beverage, entertainment, finance, travel and more.
“I am thrilled to be joining Deliveroo at such a pivotal moment in its exciting growth journey. With an ambitious team and a strong foundation in place, we have a real opportunity to accelerate the development and expansion of our media offering,” said Mastromauro.
“As the digital advertising landscape evolves, brands are looking for more relevant and meaningful ways to connect with consumers, and Deliveroo is uniquely positioned to deliver on that. I am excited to help shape what comes next and build on our mission to help brands ‘Deliver Meaningful Moments Now’.”
Carlo Mocci, Chief Business Officer at Deliveroo, added: “We’re thrilled to welcome Lucia to Deliveroo. Her expertise and proven track record in digital media and client strategy make her perfectly placed to lead the next phase of growth for Deliveroo Media.
“We’ve built a compelling retail media proposition that’s becoming a key part of our business model and revenue and, with the combination of new talent like Lucia and our ambitious strategy, we’re well-positioned to scale our advertising offer and deliver even greater value to our partners.”
Earlier this month, it was announced that Deliveroo had agreed to terms for a £2.9bn takeover by DoorDash, the biggest food delivery app in the US.
